As PR & Communications Manager - UK, you will be the strategic voice and relationship architect for Scott Dunn's brand presence across UK media. You will own the development and execution of data-driven PR strategies that secure regular, high-impact visibility in target publications, positioning Scott Dunn as the definitive authority in luxury travel. Through insight-led storytelling, strategic media partnerships, and expertly orchestrated press experiences—from individual press trips to our flagship What's Hot annual event—you will elevate brand awareness and reinforce our reputation for excellence. As a senior team member, you will demonstrate leadership, accountability, and collaboration while embodying Scott Dunn's values in every interaction.
Responsibilities
Strategic Media Relations & Brand Visibility
- Own Scott Dunn's media presence across top-tier UK outlets including travel, luxury lifestyle, and business media, ensuring consistent, high-quality brand visibility
- Build and nurture strategic relationships with key journalists, editors, and media decision-makers, positioning yourself as their trusted expert resource for luxury travel insights
- Drive regular media coverage through proactive relationship management with our PR agency Perowne International, ensuring Scott Dunn achieves sustained visibility in priority publications and maintains share of voice in the luxury travel sector
- Act as primary media contact for all UK inquiries, providing timely, accurate, and compelling responses that protect and enhance brand reputation
- Monitor media landscape and identify emerging opportunities to insert Scott Dunn into relevant conversations and trending topics
- Lead insights-led storytelling by mining data, booking trends, and market intelligence to create compelling, newsworthy narratives that resonate with target media
- Develop and execute the UK PR strategy in collaboration with the Global Head of PR & Communications, setting clear objectives, KPIs, and measurement frameworks
- Provide regular data insights and trend analysis to feed the media with timely story angles that position Scott Dunn as a market leader and thought authority
- Translate complex data into accessible, engaging stories that capture media attention and drive meaningful coverage
- Apply analytical rigour to PR planning, using insights to inform strategic decisions about timing, targeting, and messaging
Press Trip Leadership & Coordination
- Own the end-to-end management of all UK press trips, from strategic planning, budgeting and journalist selection through to execution and post-trip coverage tracking
- Lead decision-making on press trip opportunities, evaluating requests against PR strategy, budget, product tiering, brand alignment, and potential ROI
- Coordinate individual and group press trips, managing all logistics, stakeholder communications, and supplier relationships to ensure flawless execution
- Brief and support travel specialists and suppliers to ensure journalists receive exceptional experiences that authentically showcase the Scott Dunn difference
- Track and report on press trip outcomes, measuring coverage value and informing future trip strategy
Annual What's Hot Event Ownership
- Lead the planning, coordination, and delivery of the annual What's Hot media event, serving as the primary project owner from concept through to execution
- Collaborate cross-functionally with product, sales, marketing, and business analyst teams to ensure event content showcases the most compelling portfolio updates
- Measure event success through attendance, engagement metrics, and resulting coverage, applying learnings to continuously elevate the event experience
- Ensure brand consistency across all events, maintaining Scott Dunn's standards for excellence in every detail
- Lead the UK influencer strategy, identifying and establishing relationships with relevant people of influence whose values align with the Scott Dunn brand
- Vet and select influencers strategically, prioritizing authentic brand fit, audience alignment, and potential to drive meaningful awareness
- Manage influencer partnerships from initial approach through content delivery, ensuring partnerships deliver on objectives and maintain brand integrity
- Measure influencer impact through engagement metrics and brand sentiment, optimizing strategy based on performance data
- Collaborate with the Product Team to capture details of new openings, portfolio additions, and product enhancements, translating these into compelling PR narratives (Start by listening)
- Provide supporting role in the production of Passport for SDP and other content assets, ensuring PR perspective informs content development
- Support the Content Marketing Manager by providing LinkedIn content ideas, PR wins, and media coverage highlights for broader marketing use
- Maintain a story bank of guest experiences, expert insights, and portfolio highlights ready for media opportunities
- Share UK PR activity, wins, and insights with US and Asia PR leads, fostering collaboration and identifying opportunities for amplification across markets
- Contribute to global PR strategy by sharing market-specific learnings and best practices that can be adapted for other regions
Reporting, Measurement & Accountability
- Provide detailed reports and insights to senior stakeholders including demonstrating PR impact
- Track and analyse coverage metrics including AVE, reach, sentiment, message pull-through, and share of voice
- Apply learnings from performance data to continuously refine strategy and tactics
- Demonstrate accountability for delivering against KPIs and strategic objectives, proactively addressing challenges and celebrating successes
Crisis Management Support
- Provide support as required during crisis situations, acting as a trusted adviser and communications resource
- Monitor potential issues that could impact brand reputation, flagging concerns and contributing to response strategies
- Maintain composure under pressure, applying strategic communications principles to protect and preserve brand integrity
Internal Communications (maximum 10% of role)
- Support internal communications execution as required, ensuring consistent messaging across employee touchpoints
- Champion internal communications channels, regularly posting PR and communications wins to showcase Scott Dunn achievements within FCTG
- Build internal awareness of PR successes to energise teams and reinforce pride in the brand (Win together)
Scott Dunn Values in Action
In the Know
- Start by listening: Deeply understand journalist needs, audience interests, and stakeholder objectives before crafting pitches and strategies
- Be precise: Apply meticulous attention to detail in all communications, ensuring accuracy and quality in every touchpoint
- Own it: Take full accountability for delivering coverage targets, managing relationships, and executing flawless events
In the Detail
- Love learning: Continuously seek out emerging media trends, new storytelling formats, and industry insights to stay ahead
- Embrace feedback: Actively seek input from media, stakeholders, and team members to refine approach and improve outcomes
- Work with the best: Build relationships with top-tier media and cultivate a network of excellence across the industry
Inspiring
- Look to the future: Identify emerging media opportunities and evolving storytelling platforms to keep Scott Dunn at the forefront
- Be more we: Collaborate generously across teams and markets to amplify impact and share successes
- Win together: Celebrate coverage wins, event successes, and team achievements while creating an environment of positivity and momentum
As a senior member of the team, you will:
- Lead with strategic vision while maintaining operational excellence in execution
- Take ownership of the UK PR landscape, proactively driving opportunities as well as reacting to requests
- Communicate transparently with media, stakeholders, and team members at all levels
- Make informed decisions balancing media relationships, brand priorities, and business objectives
- Build capability across the organisation by sharing PR expertise and elevating communications standards
- Demonstrate agility in responding to changing media landscape and emerging opportunities
- Model accountability by delivering on commitments and measuring impact rigorously
Skills & Experience
- Proven track record in a PR role, preferably within luxury, travel, or lifestyle sectors, with demonstrable media coverage achievements
- Exceptional written and verbal communication skills with a keen eye for detail and ability to craft compelling narratives
- Established UK media network across travel, luxury, and lifestyle outlets with ability to open doors and foster new relationships
- Strategic thinker with strong project management capabilities and ability to manage multiple priorities simultaneously
- Demonstrated experience planning and executing high-profile events, partnerships, and press trips from concept to delivery
- Data literacy with ability to extract insights from analytics and translate into actionable PR strategies
- Experience managing budgets and measuring ROI on PR activities
- Strong relationship management skills with ability to influence and collaborate across functions
- Experience with digital PR and SEO-driven content strategies
- Influencer marketing experience within luxury sector
- Crisis communications training or experience
- Understanding of luxury travel market dynamics and competitive landscape
- Passion for storytelling and luxury travel experiences
Location
We aim to find someone who would be office based in our London, Hammersmith office.
